The deal will see Rightster manage Formula E’s YouTube channel with particular focus on channel and rights management, social media amplification, programming support and cross-promotion across the relevant channels in Rightster’s network. The partnership will aim to attract a younger audience specifically between the ages of 16 and 24.

Patrick Walker, Chief Commercial Officer at Rightster, said that given Formula E wants to target a younger audience, YouTube was the perfect platform to achieve it. “The Championship has already received a huge positive response on social media from younger generations and we look forward to applying our expertise to further deepen this engagement over the coming months,” he added.

Ali Russell, Director of Media at Formula E, noted that Formula E had been introduced to help promote sustainability and increase the uptake in electric vehicles. “This isn’t about converting current motorsport fans – it is about attracting a new, younger audience. As a result we needed to approach its promotion in an innovative way and Rightster’s expertise in reaching the right audience, in the right place and at the right time, made them the obvious choice,” he stated.